PRESS RELEASE For Immediate Release
February 6, 2007 www.agr.ne.gov		Contact: Christin Kamm (402) 471-6856

HONG KONG - Nebraska Agriculture Director Greg Ibach today signed an agreement that will move Nebraska age- and source-verified beef into restaurants throughout Hong Kong.

The agreement, signed during a reception in Hong Kong featuring Nebraska beef, includes pledges of commitment from a Hong Kong based meat importer, a meat processor with operations in Nebraska, and the Nebraska Department of Agriculture (NDA). Under the agreement, each will fulfill steps to move beef products from Nebraska farms and ranches to consumers in Hong Kong.

Gov. Dave Heineman said he is pleased to see more opportunities for market expansion.

"Hong Kong and China are vital markets in international trade, and our beef producers will succeed there so long as they have sufficient access to share our quality products," he said.

"This is an outstanding opportunity to get some great exposure for Nebraska beef, which in turn will grow more demand," Ibach said of the agreement. "And by securing commitments from the importer and the beef processor, we have two very strong links in the trade chain."

The agreement is signed by Angliss, a Hong Kong importer that has a number of restaurants as its customers. Angliss commits to purchasing beef from Nebraska and working with its customers to promote the beef in at least 24 restaurants and at special events. Swift & Company, a meat processor with a plant in Grand Island, agreed in the letter of commitment to secure livestock that meets the specifications for export to the Hong Kong market and then make the processed product available for Angliss to purchase.

Dan Halstrom, Swift & Company's international sales channel senior vice president, said the company is excited about participating in this project.

"There is great opportunity to continue to grow the United States' share of the beef market in Hong Kong," Halstrom said. "Swift is pleased to partner with the state of Nebraska and Nebraska cattle producers to deliver high quality, safe and wholesome beef products to Angliss and its customers."

In the agreement, Swift pledged to communicate with NDA regarding the availability of livestock to meet the specifications necessary for the Hong Kong market. Ibach said this part of the agreement highlights an important role for NDA.

"Our research and outreach show that markets are plentiful for age- and source-verified Nebraska beef products, as well as other niche beef products," Ibach said. "But we need to help producers get informed and get active to meet the demand."

Ibach said NDA recently partnered with the Nebraska Beef Council to conduct a beef promotion in London. The event led to negotiations with two restaurants for Nebraska, non-hormone-treated, beef.

The timing of the Hong Kong and London agreements is important, Ibach said. "With calving season just getting started, we need to communicate with farmers and ranchers about how they can gain an advantage from these market agreements," he said.

NDA will begin an educational initiative in the coming weeks to inform producers about steps to raise beef for foreign markets and the potential advantages associated with such actions. A seminar is being planned in conjunction with the Governor's Ag Conference in late February. More information will be announced soon.